Bachelor of Business Administration with Concentration in Luxury Management - IUG
Level of study: Undergraduate
Type of program: Bachelor
Location:
Switzerland / Geneva
Other locations: none
Program Description
Program Courses
The Bachelor of Business Administration (BBA) is designed for high school graduates interested in pursuing careers in global business. The BBA program covers all key aspects of business management: finance, accounting, economics, management, marketing, human resources, organizational behaviour and corporate strategy. The academic curriculum includes visits to major international companies in Geneva.
With three starting dates in September, January and April, the BBA program allows a flexible entry to the program.  
Students enrolled in the Bachelor of Business Administration program may select elective courses from one of the following six electives to complete a Minor (two courses) or Major (three courses) as part of their chosen degree:  Marketing and International Business, International Relations, Media and Communications, Finance and Accounting, General Management, Luxury Management. The BBA is comprised of 43 courses taken over 3 years on a full time basis.

The concentration in Luxury Goods Management consists of a Minor or a Major within the BBA program.  To complete a Minor, students must complete two elective courses in their second year of the BBA program, from one of the tracks below. To complete a Major, students must select three additional electives in their third year.

Specialized courses for Minor or Major in Luxury Goods Management
  • Luxury Goods and Services - Market & Trends
  • Marketing of Luxury Goods
  • Legal Aspects of Luxury Goods
  • Managing Brands Internationally
  • Global Strategies in Selected Industries
To complete a Minor, students must complete two elective courses in their second year of the BBA program, from one of the tracks below. To complete a Major, students must select three additional electives in their third year.

Luxury Goods and Services – Markets and Trends BSC 401 3 Credits (4 ECTS)
This foundation course analyzes the luxury goods market and industry trends. Using the case study and project based learning approach, the course examines ways in which strategic thinking, creativity, and business skills are integrated in the successful luxury goods firm. Topics include general management of the luxury good or service firm, luxury brand management, product development, pricing, and supply chain management in the luxury industry.

Marketing of Luxury Goods BSC 402 3 Credits (4 ECTS)
This course provides an overview of the entire luxury marketing management process. Focusing on the luxury consumer, the course examines market research, segmentation, targeting and positioning, branding, pricing, product development, retailing, and communication strategies in the luxury industry. Using well established brands as examples, the course delves into consumer and buyer behaviour analysis.
 
Legal Aspects of Luxury Goods BSC 403 3 Credits (4 ECTS)
The course covers: contracts, torts, unfair competition, licensing, intellectual property rights, and international payment mechanisms and financing. The course focuses on brand protection, international licensing, trademark law, negotiations and contracts, and franchising. Students will learn about the relevant legal topics of international luxury transactions, and how to analyze the problems and methods of international law as it applies to the luxury industry.
 
Managing Brands Internationally BSC 404 3 Credits (4 ECTS)
This course provides an overview of the ways in which luxury brands are conceived, developed, and protected. It focuses on defining the luxury industry in relation to the concept of prestige and image while also imparting techniques and strategies for developing an international luxury brand. A practical approach is emphasized throughout the course by reference to real world examples and proven tools used to build a luxury brand.
 
Global Strategies in selected Industries BSC 405 3 Credits (4 ECTS)
In this course students will develop a business plan taking into consideration the international environment, competition and the comparative advantage of the firm. Students will analyze the strategic positioning of the brands in terms of pricing, distribution and creating superior value for consumers including after sales service.

Credential:
Bachelor of Business Administration Minor/Major in Luxury Management
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